When you think of the name Jojo Siwa, what’s the first thing you think of when picturing her? Maybe you see a little nine-year-old girl in a tiny tutu, dancing, and singing on the big stage with cameras following her every move, documenting her entire pre-adolescence with no boundaries. Wide-eyed and lively, Jojo was seen by the world as an embodiment of energy and innocence, breaking into fame through Dance Moms and her dance teacher, Abby Lee Miller. This newfound fame she had gained from being on the show allowed the world to see little Jojo Siwa in full swing with her colorful personality and infectious smile. Jojo soon released huge lines of merchandise, such as her iconic Jojo Bows and makeup, as well as her hit song, “Boomerang,” which debuted in 2017.
During her later teen years, as she entered her early adulthood, seemingly everyone saw her career make a complete 180-degree turn over a short period. The starting point of her pivot was in early 2021 when she came out as a lesbian after dating her now ex-girlfriend for only one month on her prominent social media platforms. This era of Jojo Siwa was fascinating, as it gained her lots of publicity and attention for speaking her truth. Seemingly overnight, Jojo became a staple voice in the LGBTQ+ community, speaking out and advocating for gay rights, talking about her experiences as a superstar, and coming out to the world. This “twenty minutes of fame” soon settled, and later that year, going into 2022 and 2023, she fell off and wasn’t spoken of.
However, on the gloomy day of April 4, 2024, Jojo Siwa released her infamous music video, “Karma,” which forever changed how the internet viewed her. The footage showed a complete rebranding of the Jojo brand, with the glitzy and sparkly makeup gone and now replaced with black points around her eyes. It showed her transitioning to a new waypoint in her career by outgrowing her brand Jojo with a bow bow. Jojo herself claimed this was her “Miley Banger era” when asked what inspired the song in an interview. This new rebranding has caused an upheaval in backlash, dividing the people. Some say it’s good that she’s trying something new after being stuck on the same brand for almost her entire life; however, others argue that this could alter her career and shift her focus away from child products due to her changing brand and appearance, thus further supporting their point of labeling her as a bad influence.